9243
ISSN 2286-4822
www.euacademic.org
EUROPEAN ACADEMIC RESEARCH
Vol. II, Issue 7/ October 2014
Impact Factor: 3.1 (UIF)
DRJI Value: 5.9 (B+)
A Research Note on Facebook-based questionnaire
survey for academic research in business studies
JOSEPH KIM-KEUNG HO
Independent Trainer
Hong Kong, China
Abstract:
The subject of online survey has been discussed in both the
academic community and the business community, especially by
survey tool vendors. This paper examines a specific type of online
survey, i.e., Facebook-based questionnaire survey for academic
research, based on the writer’s recent experience in this form of
research exercise. The findings from these exercises largely agree with
the evaluation viewpoints from the academic community in general.
Nevertheless, this paper also points out that the contemporary
technological platform and tools for conducting online survey via
social network sites, such as Facebook are more user-friendly, more
widely available and more powerful than ten years ago. The paper also
serves to inform university students, mainly on business studies, who
are interested in doing online survey research on how to do so,
especially as an agile research approach. In this sense, this paper has
pedagogical value, other than academic value.
Key words: Facebook, Online questionnaire survey, Academic
research, Agile research approach
Introduction
Conducting academic research, especially by students in
universities, has always been a challenge – it can be time-
consuming, intellectually testing and communication-intensive,
Joseph Kim-Keung Ho– A Research Note on Facebook-based questionnaire
survey for academic research in business studies
EUROPEAN ACADEMIC RESEARCH – Vol. II, Issue 7 / October 2014
9244
among others. In this paper, the writer examines Facebook-
based questionnaire survey as an agile approach for academic
research. Agility implies leanness, flexibility and
responsiveness in this case. Here, the aims are:
Aim 1: to review Facebook-based questionnaire survey
as an agile academic research method, mainly for university
students in business studies
1
.
Aim 2: to offer an account of how to conduct Facebook–
based questionnaire survey based on the writer’s recent
experience with this kind of research approach.
The discussion, the writer believes, offers both academic
and pedagogical values, especially to university students in
business studies who are involved in doing dissertation projects
with tight time-constraint.
Basic ideas behind questionnaire survey and online
survey
Questionnaire survey is a kind of survey research method, as
survey research can also be conducted by structured interview
and observation. For Bryman and Bell (2007), survey research
“comprises a cross-sectional design in relation to which data are
collected …. at single point in time in order to collect a body of
quantitative or quantifiable data in connection with two or
more variables …. which are then examined to detect patterns
or association.” Gill et al. (2010) maintain that: “survey
research occupies a variable, intermediate position somewhere
between ethnography and experimental research”, since some
survey approaches are analytical/ explanatory in nature while
others are more descriptive in orientation. Liu et al. (2012)
recommend that diagrams of data structure be used to improve
data collection and analysis in survey research. For research
1
The emphasis on business studies arises from the writer’s main teaching
experience on subjects in business studies. Most likely, the content here
should be useful to students in social sciences.
Joseph Kim-Keung Ho– A Research Note on Facebook-based questionnaire
survey for academic research in business studies
EUROPEAN ACADEMIC RESEARCH – Vol. II, Issue 7 / October 2014
9245
design, survey research methods can be integrated with other
research methods, such as case study research, when required,
see Gable (1994). In terms of research methods evaluation
criteria, survey research is likely to have good replicability,
weak internal validity, strong external validity (with random-
sampling methods) and weak ecological validity (Bryman and
Bell, 2007). As to online surveys, they have been conducted for
various purposes for a long time. Shropshire et al. (2009)
summarize the online survey practices as follows: “Beginning in
the late 1990s, the use of Web-based surveys rapidly
increased… Today, they are ubiquitous, although they are often
of questionable quality.” Some online surveys are for market
research while others are for academic research, etc. Same as
other research methods, online survey research should be
sensitive to ethical concerns, such as privacy and confidentiality
(Buchanan and Hvizdak, 2009). There are several general
advantages and disadvantages, based on Wadia and Parkinson
(2010) and the writer’s own experience:
Advantages
Advantage 1[to the researcher]: Inexpensive to launch the online
survey
Advantage 2[to the researcher]: Quick to finish the whole survey
exercise with real-time compilation of survey statistics
Advantage 3[to the respondents]: Quick and convenient to
respond to the survey
Disadvantages
Disadvantage 1[to the researcher and the respondents]:
Respondents need to regularly access and have access to the
Internet.
Disadvantage 2[to the researcher and the respondents]: People
with disabilities, e.g., visual impairment, have difficulty to
participate in the survey.
Joseph Kim-Keung Ho– A Research Note on Facebook-based questionnaire
survey for academic research in business studies
In their discussion on online survey, Matsuo et al (2004)
identify a number of methodological and data analysis issues
related to sample representativeness, response bias, sample
size requirement and difficulties of analysis on written
comments. The concern of potential sampling bias with online
survey has also been raised by Fleming and Bowden (2009). In
the same vein, Andrews et al (2003) maintain that online
surveys have “distinctive technological, demographic and
response characteristics”. Matsuo et al (2004) suggest that
online surveys are “the most cost effective means of data
collection when the target population is students and employees
on a college campus”. Our present main interest is on Facebook-
based survey as an agile academic research approach, which is
a specific form of online survey. This research approach is
examined in the next section.
An overview on Facebook-based questionnaire survey
